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GROUP 2
7/16/2011
TOWSEEL ™ "Your food has
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TABLE OF CONTENT
A.EXECUTIVE SUMMARY
1. BUSINESS SERVICE INTRODUCTION ( B2C) 2. SUITABILITY WITH E-COMMERCE
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A.EXECUTIVE SUMMARY
The project based on B2C model of e-commerce .The process in which these procedures are performed by having particular restaurants on our list from where the consumers can order their food and catering needs using Towseel web application. This web application seamlessly sends orders to the appropriate food vendor with the name, address, phone and all other necessary order information. Towseel captures billing charges at the time of delivery. Using Towseel powerful financial controls and restriction capabilities, our clients are able to save money, time hectic traffic of Riyadh City and realize operating efficiencies. With the grand exposure of this (WEB BASE FOOD ORDERING SERIVCES), it is forecasted that we will be covering the huge market soon and will expand the business across the Kingdom.
1. BUSINESS SERVICE INTRODUCTION
TOWSEEL is an online corporate food ordering solution designed to increase efficiency and reduce costs for both companies and their food vendors in Riyadh city. TOWSEEL provides clicking services to order catering and meals faster and more conveniently simply via their desktop, laptop or smart phone. Depending on a client’s needs, TOWSEEL will provide the best available restaurants with in the Riyadh City. We promise every customer a hassle free experience. Orders on TOWSEEL will set up and host your custom online ordering website and you maintain complete control. Your Orders TOWSEEL service is an easily accessible and a user-friendly interactive webpage.
2. SUITABILITY WITH E-COMMERCE
Our business will transact in a purely electronic B2C model. All sales will be direct to consumer via our website, with payments taken on delivery only at this moment of time. This innovative idea shall be a best possible plate form to fuel up the e-commerce for food industry in KSA.
3. BUSINESS MODELS
I) VALUE PROPOSITION
We will provide an easy and convenient way of obtaining nutritious meals. As soon as an order is placed, the restaurant chefs will race to prepare the food and send it off to be delivered right to the customer’s front door. No tipping will be necessary and the best customer service will be provided to satisfy our clients. Hours of operation will be from 9 am to 12:30 pm depending on the restaurants criteria in order to cater to the various mealtime needs of our target market (whether breakfast, lunch or dinner).
II) REVENUE MODEL
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With the arrival of the new innovative web food ordering service in KSA, we will have a huge market opportunity to excel further. The ability to click, order and receive your favorite and delicious food without much hassles and long waiting is the most striking feature that will give TOWSEEL a relatively fair chance in a market. It is a huge opportunity to place our e-business in this particular market.
IV) COMPETITIVE ENVIRONMENT
As the demand for food delivery is mushroomed, so did the competition. Small Restaurants whom are providing Delivery Services sprang up covering almost all areas in Riyadh. Order by phone is the only common way to order the foodstuff through different meal shops and restaurants. We will be sole in this market as the beginner so the competition will be only with old method of ordering. Depending on the popularity and growth of our services, the chances are to excel faster and competently. Our direct competitors does not exist, however we do have several indirect competitors: the third party restaurant delivery industry, which specialize in delivering food to consumers from brick-and-mortar restaurants for an additional fee, and the low-end junk food delivery business, which combines a small brick-and-mortar front with quick delivery services.
V) COMPETITVE ADVANTAGE
Due to the latest Technology in the market, we will be having slight edge in the market. Clients will able to use the ordering services via our internet page and using the page on the cell phone to order their favorite meals from their favorite restaurants. This simple click and order service will give us huge competitive advantage in the market.
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4. MARKET STRATEGY I) POSITIONING STRATEGY
It is always very imperative to position a service or product firmly in the market. Our unique market position is the fact that we turn typical, everyday junk food into highly nutritious and sophisticated cuisine. With such an image imprinted in the minds of our target market, the website should attract truth-seeking individuals, knowing about the carcinogenic ingredients in food and are looking for a healthy alternative.
II) MARKET ENTRANCE STRATEGY
We will announce our presence in the market by purchasing ad spots on local newspapers such as ALRRIYDIYAH, ARAB NEWS, SAUDI GAZZETTE, AL-RIYADH etc. Restaurants and meal shops whom are registered with us will provide pamphlets and flyovers to their walk-in customers .More over we will market our services on social network websites like FACEBOOK.COM. Billboards and word of mouth will also be major players in our quest for recognition.
III) ONLINE MARKET STRATEGY
In order to make sure that people approach to our site and then continue to utilize our services, we will make the website “sticky”. Large fonts will be used for headlines to inform consumers the importance of certain topics and to make the site easy to comprehend both in English and Arabic languages. Since individuals are visually oriented, many images of food items will also be incorporated into our site. In addition, a new menu item from will be featured each week to entice customers to keep doing business with us. We could also have a “did you know” column in the news section about new conspiracy theories. This will appeal to our target market. Eventually, our main target will be to grab a large market using the online marketing strategy.
IV) BRAND STRATEGY
Keeping different considerations in mind, we came up with a simple yet attractive and innovative brand. Our marketing brochures, pamphlets and fly over’s, will spread a wide message to our consumers and customers which will be “Now you can offer your customers the convenience of online ordering! With Orders on TOSWEEL, you will get your own customized online ordering website with orders transmitted directly via your Computer or Cell - in real time!
5. ORGANIZATIONAL DEVELOPMENT
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6. MANAGEMENT TEAM
Currently in our management team, two members and entrepreneurs are the essential part in the development of this e-commerce business venture.
SYED MUNEEB HUSSAIN and WAJEEH ABBAS
7. CUSTOMER DEMOGRAPHICS
I) Age: Our service will be free of age barrier from students to the working professionals can utilize it by just click and order.
II) Income: Our services will able be utilized from a normal income earner to highly paid workers. As meals are relatively cheap in KSA, so it will be always easy to cope with it.
III) Education: Computer and internet literate person can easily consume our services.
IV) Interest: Most of the people in KSA show their interest in eating good and healthy food timely and we will be the one good and convenient source to provide it.
V) Geographic location: Geographically Riyadh city is best location to kick off the e-commerce business. With the new idea of online food ordering many of our clients, will prefer to register with us in order to avoid the hectic traffic jams, hassles and long waiting.
8. CUSTOMER RELATIONSHIP MANAGEMENT:
The online registration will give us sufficient information related to our customer, that particular information can also be use to excel the relationship with our valuable customers. The Customers will be able to contact us regarding issues such as food quality or delivery times. Any questions, comments, or complaints will be answered within 24 hours. Customers will be given the option of emailing or filling up the voice of customer (appraisal form).
9. FINANCIAL ANALYSIS
I) Website related-costs & Break-even Analysis
We will finance the creation and maintenance of our site with an initial investment of SR 20,000. The building cost of the site will be a one-time expenditure SR 10,000 while maintenance costs will be variable depending on the amount of improvement necessary. After several calculations, the estimated monthly maintenance expense will be SR 1500.
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Expense Budget SR(Saud Riyal ) YEAR
2011(SR) 2012(SR)
Sales 115,000.00 126,500.00
Direct Cost of Sales 40,000.00 43,000.00
Other Variable Costs of Sales 5,000.00 5,500.00
Total Cost of Sales 45,000.00 48,500.00
Gross Margin 70,000.00 78,000.00
Gross Margin % 60.87% 61.66%
Website Expense Budget
Website Development 5,000.00 2,500.00
Website Infrastructure 4,000.00 3,500.00
Advertising and promotion 20,000.00 10,000.00
Expensed equipment 3,500.00 5,500.00
Expensed software 4,500.00 6,000.00
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I)
DESIGN TIME LINE
MILESTONES WEEKS
II) USER PLATFORM REQUIREMENTS
1. Operation System: Windows 98/2000/XP/Vista/Win 7 Apple, Linux. 2. Browser: Internet Explorer 6 or greater; Firefox 2.0 or greater 3. Ability to enable java script
4. Resolution: 800x600 or 1024x768 or 1152x864 or 1280x1024
III) CONSUMER TESTING
Consumertesting will be done by a sample of our site’s target audience, which is young singles with middle-to-high income. These individuals will work with test pages in a local environment and will be given a list of items that explains what they should be looking for.
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11. CONCLUSION
In conclusion, TOWSEEL Proposed plan shows its ability to be a market leader. Providing restaurant and catering procurement services using TOWSEEL will be a prominent standard in the industry. Using the methods and market trends outlined in this business plan, TOWSEEL has the potential to change the restaurant industry and lead the restaurant market place to the next level.
12. REFERENCE
